SERVICE
MARKETING
Services
 Service is any act or performance that
one party can offer to another that is
essentially intangible and does n...
Characteristics of Service
Marketing
 It has 4 major characteristics:
1. Intangibility
2. Variability
3. Inseparability
4...
‘p’s of Service Marketing
1. People : selection, training & motivation
of employees can make a huge
difference in customer...
Qualities of services
1. Search qualities: The buyer can evaluate
before purchase.
2. Experience qualities: The buyer can
...
Difference between service
and product marketing
 The majority of differences in how to market
services and products are ...
Measurement aspects in
service marketing
 There are two processes of measuring
service marketing :
1. Objective process :...
SERVQUAL
 SERVQUAL is an marketing aspect means
service quality framework and measures
the scale of quality in service se...
Dimension of RATER model
1. Reliability
2. Assurance
3. Tangibility
4. Empathy
5. Responsiveness
 RATER model identifies ...
1. Management gap
 It deals with the expected services by
customers and management perception of
consumer expectation.
2....
4. Market communication gap
 Found out the difference between the
delivery of the customer experience and
what is to be c...
Uses of SERVQUAL
 We can evaluate service quality from the
customer’s perspective.
 We can track customer’s expectations...
Campus Overview
907/A Uvarshad,
Gandhinagar
Highway,
Ahmedabad –
382422.
Ahmedab
ad
Kolkata
Infinity Benchmark,
10th Floor...
Thank You
Service marketing
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Service marketing

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Service marketing - Unitedworld School of Business

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Service marketing

  1. 1. SERVICE MARKETING
  2. 2. Services  Service is any act or performance that one party can offer to another that is essentially intangible and does not result in any ownership of anything. Its production may or may not be tied to physical products.  Defense, postal, hospitality, education, airlines, law firms, entertainment etc.
  3. 3. Characteristics of Service Marketing  It has 4 major characteristics: 1. Intangibility 2. Variability 3. Inseparability 4. perishability
  4. 4. ‘p’s of Service Marketing 1. People : selection, training & motivation of employees can make a huge difference in customer satisfaction. 2. Process : Here service companies such different formats as cafeteria-style, fast- food, buffet & candlelight. 3. Physical evidence : Actual experience of services.
  5. 5. Qualities of services 1. Search qualities: The buyer can evaluate before purchase. 2. Experience qualities: The buyer can evaluate after purchase. 3. Credence qualities: The buyer normally finds hard to evaluate even after consumption.
  6. 6. Difference between service and product marketing  The majority of differences in how to market services and products are attributed to four unique characteristics:  Intangibility  Inseparability  Heterogeneity  Perish ability
  7. 7. Measurement aspects in service marketing  There are two processes of measuring service marketing : 1. Objective process : this method includes two processes A. Primary process B. Secondary process 2. Subjective process : SERVQUAL method is used in this process to measure service quality.
  8. 8. SERVQUAL  SERVQUAL is an marketing aspect means service quality framework and measures the scale of quality in service sectors.  It was developed in 1980s by zeithami, parasuraman and berry.  Later this is refined into the RATER model.  This model deals with the objective of bridging the gap between the perception and expectation of customers.
  9. 9. Dimension of RATER model 1. Reliability 2. Assurance 3. Tangibility 4. Empathy 5. Responsiveness  RATER model identifies and bridges the gap between the perception and expectation which are as follows:
  10. 10. 1. Management gap  It deals with the expected services by customers and management perception of consumer expectation. 2. Quality specification gap  This gap identifies the difference between the management perception and actual specification of customer experience. 3. Service delivery gap  Identifies difference between customer driven service design and standards and service delivery.
  11. 11. 4. Market communication gap  Found out the difference between the delivery of the customer experience and what is to be communicated customer. 5. Perceived service quality gap  Identifies the customer perception of experience and customer perception of expectation.
  12. 12. Uses of SERVQUAL  We can evaluate service quality from the customer’s perspective.  We can track customer’s expectations and perceptions.  We can compare a set of servqual scores against those of competitors.  We can compare the expectations and perceptions of different customer groups.  We can assess the expectations and perceptions of internal customers.
  13. 13. Campus Overview 907/A Uvarshad, Gandhinagar Highway, Ahmedabad – 382422. Ahmedab ad Kolkata Infinity Benchmark, 10th Floor, Plot G1, Block EP & GP, Sector V, Salt-Lake, Kolkata – 700091. Mumbai Goldline Business Centre Linkway Estate, Next to Chincholi Fire Brigade, Malad (West), Mumbai – 400 064.
  14. 14. Thank You

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